March 10, 2022
Source: Electronics Representative Association
Tom Griffin, CPMR, Named 2022 Recipient of Ray Hall Spirit of ERA Award

The Electronics Representatives Association (ERA) has announced that Tom Griffin, CPMR, President, Catalyst Unity Solutions, is the 15th recipient of the Ray Hall Spirit of ERA Award.
ERA Chairman of the Board Chuck Tanzola and ERA
President John O’Brien presented Tom Griffin, CPMR, with the 2022 Ray Hall Spirit of ERA Award at the 2022 ERA Conference in Austin, Texas.
The Ray Hall Spirit of ERA Award was established in 2004 to honor th
e late Ray Hall, who served as CEO of ERA for almost 40 years. The award recognizes individuals who exemplify the spirit of ERA through their commitment to serving and advancing the professional field sales (manufacturers’ representative) function.
“I am happy to present Tom with the Ray Hall Spirit of ERA Award,” said O’Brien. “ERA wants to recognize the many years of unselfish commitment Tom has given to advancing the field of electronic sales representatives.”
Upon receiving the award, Griffin said, “I am humbled and grateful for this award from my peers. I am also grateful for the many volunteers who are doing as much as me and much, much more.”
The Ray Hall Spirit of ERA Award was presented at the association’s Annual Conference on March 1, 2022, at the AT&T Conference Center in Austin, Texas.
Previous recipients of the award, who served as judges of this year’s entries, are:
John O’Brien, Coakley, Boyd and Abbett (2020);
David Norris, Norris & Associates Inc., Hingham, Mass., (2018);
Chuck Tanzola, CPMR, Fusion Sourcing Group, Edison, N.J. (2017);
Dan Parks, CPMR, West Electronic Solutions, Inc., Costa Mesa, Calif. (2016);
Bob Evans, CPMR, EK Micro, Rolling Meadows, Ill. (2014);
Bob Walsh, CPMR, Coakley, Boyd and Abbett, Inc., Framingham, Mass. (2013);
Bill Herold, CPMR, Conquest Technical Sales, Thousand Oaks, Cal. (2012);
Carol Cohen, CC Electro Sales, Inc., Indianapolis, Ind. (2011);
Kathie Cahill, CPMR, of Net Sales Company, Victor, N.Y. (2009);
Paul Nielsen, CPMR, of Brainard-Nielsen Marketing, Elk Grove Village, Ill. (2008);
Bruce Scoggin, CPMR, of Electro-Rep Associates, Charlotte, N.C. (2007);
Mark Conley of O’Donnell Associates North, San Jose, Cal. (2006); and
Mark Motsinger, CPMR, of Wallace Electronic Sales, Kernersville, N.C. (2005).
About ERA
The 87-year-old Electronics Representatives Association (ERA) is the international trade organization for professional field sales companies in the global electronics industries, manufacturers who go to market through representative firms and global distributors. It is the mission of ERA to support the professional field sales function through programs and activities that educate, inform and advocate for manufacturers’ representatives, the principals they represent and the distributors who are reps’ partners in local territories. For more information about ERA, visit era.org.
> Focusing on marketing programs to drive new opportunities and continued growth
FROM THE TOP
John O’Brien, CPMR
Coakley, Boyd and Abbett
ERA President
jobrien@cbane.com
by John O’Brien, CPMR
We keep hearing that companies are opening back up, but what does it really mean for us as reps and salespeople? Are we going to be able to return to our standing weekly visits to customers? Will we be spending all day driving from customer to customer reviewing designs, developing in-person relationships and driving new opportunities face to face?
In my opinion, the answer is no and here’s why. Customers are all implementing flex time, so our contacts will not be in the office every day. Offices and cubicles across the country are having personal effects removed as companies make room for shared resources during flex time. Key people within a company may have moved during the pandemic, opting for full-time virtual work. The list of changes happening within our customers goes on and on. So how do we respond?
First off, we need to continue to develop our skills when we do get the in-person call. In a previous article, I wrote about pre-call work that needs to go into the time we do get to spend face-to-face. The key to our in-person meetings will be the effectiveness and efficiency in how we can conduct them. Second, we need to continue to develop and grow our virtual meeting capabilities. Like it or not, they will be a part of our world in sales. We need to continually improve the professionalism with which we conduct them. We also need to stay ahead of the curve as these technologies develop and change. Finally, we need to continue to create ways to develop new customers. We can accomplish this by getting even better at marketing our principal’s product to perspective customers along with current customers.
We’ve aways touted our services as outside sales and marketing and now is the time to bolster those marketing efforts. Improved marketing programs help attract new customers and they help us reach our existing customers in an efficient manner, driving stronger relationships. We as manufacturer’s reps have strong local contacts, in-depth customer knowledge, proximity to customer’s locations and a focused approach to our particular markets. By improving our internal marketing capabilities, we can augment our principal’s marketing efforts locally to drive new opportunities and continued growth.
There are many platforms out there that can help us develop marketing outreach programs and I would strongly suggest working with not only our manufacturers, but our distribution partners to see how we can all collaborate on these efforts to drive continued growth.
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